| Abstract [eng] |
Product design and brand equity are significant competitive advantage building sources. The impact of product design on consumer based brand equity is researched on the basis of the researchers in different scientific concepts and theoretical elements, focuses on different evaluation criteria and uses different research instruments and evaluation scales. Identified problematic situation provides an opportunity to formulate a scientific problem the question: what is the impact of product design on consumer based brand equity? The object of master thesis – interface between product design and consumer based brand equity. The aim of master thesis – to theoretically justify and empirically test impact of product design on consumer based brand equity in the example of smartphones. It was found that the visual dimension of smartphone design has a positive impact on consumer based brand equity and all its dimensions (brand awareness, brand perceived quality, brand associations and brand loyalty). The biggest positive impact the visual dimension of smartphone design has on brand associations, the lowest positive impact – on brand perceived quality. It was found that the sensory dimension of smartphone design has a positive impact on consumer based brand equity and its many dimensions – brand awareness, brand associations and brand loyalty. The biggest positive impact the sensory dimension of smartphone design has on brand loyalty, the lowest positive impact – on brand awareness. It was not found that the sensory dimension of smartphone design has a statistically significant positive impact on brand perceived quality. It was found that the information dimension of smartphone design has a positive impact on consumer based brand equity and all its dimensions (brand awareness, brand perceived quality, brand associations and brand loyalty). The biggest positive impact the information dimension of smartphone design has on brand loyalty, the lowest positive impact – on brand associations. It was not found that the functional, interface and symbolic dimensions of smartphone design have a statistically significant positive impact on consumer based brand equity and all its dimensions (brand awareness, brand perceived quality, brand associations and brand loyalty). |
